President’s Choice (PC) food products have been staples in kitchens across Canada for over 40 years. Yet the private label is no longer defined by food alone. From healthcare to banking, today’s PC offers Canadians a world of products and services. And that world comes to life in epic fashion in its new campaign, anchored by films directed by Henry Scholfield via Spy Films for agency Zulu Alpha Kilo.
This “Possible lives here” campaign film unveils a fantastical neighborhood of deconstructed homes where PC employees work behind the scenes to make everyday life a little easier for their customers.
Scored by an orchestral re-creation of Blink 182’s “All the Small Things,” the campaign dramatizes the intricate efforts the brand makes to elevate everyday life for Canadians, from delivering groceries to delivering pharmacists’ advice.
“In the real world, homes come in all shapes and sizes. Knowing PC is relevant to people from all walks of life, we literally opened up the notion of the home so that it became a collection of deconstructed spaces and moments that could feel relatable to everyone,” said Brian Murray, Chief Creative Officer at Zulu Alpha Kilo. “Working closely with the production team, we ensured each space was crafted to feel authentic while maintaining a polished, cinematic quality.”
The campaign is launching across digital and social platforms, including YouTube and Meta, as part of a fully integrated 360 initiative. It includes 12 short-form videos and four 30-second spots that will also run on television.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2025-09-28)
Credits
Client President’s Choice, Loblaw Agency Zulu Alpha Kilo Brian Murray, Jenny Glover, chief creative officers; Jacob Gawrysiak, creative director/art director; George Ault, creative director/writer; Maxine Thomas, chief strategy officer; Sarah Yim, group strategy director; Jordan Alperin, sr. strategist; Revital Grunberg, sr. broadcast producer. Production Company Spy Films Henry Scholfield; Ash Lockmun, line producer; Leah Munro, Tyler Klementti, producers; Marcus Trulli, Eugene Marchio, Aasttha Khajuria, exec producers; Pat Aldinger, DP; Mark Connell, production designer; Nicole Young, food stylist. Prague Service Company Unit+Sofa Fady Salame, Martin Sobotka, Veronika Hájková, exec producers; Veronika Hladová, producer; Nikola Mohorita, line producer; Veronika Hánová, production manager; Kristyna Novotna, production coordinator. Editorial Nimiopere Graham Chisholm, lead editor; Julie Axell, exec producer; Mariana Rossi, Jack Considine, assistant editors. Postproduction Company Zulubot Angela Young, editor; Yuseon Yang, assistant editor; Lena Hamady, sr. producer; Sarah Dayus, director of postproduction. Color Grading Rascal Studio Tim Smith, colorist; Jai Mhach Durban, sr. producer, color. VFX & Finishing FEATHER Julian van Mil, creative director, VF supervisor; Emily Goldberg, exec producer; Sonia Ruffolo, sr. producer; Sofia Spagnuolo, production manager; Huan le vu Cong, online assistant; Colin Cunningham, head of VFX; Sergej Liamin, Diego Dutra, Mike Morley, Pradeepto Roy, VFX artists; Karol Kisiel, Sean Douglas, Jamie Brennan, Greg Winhall, CG. Music String and Tins Alina Miroshnichenko, Claire Toms, music post producers; Matt Saunders-Davies, music supervisor; Michele Deiana, music arranger; Simon Whiteside, orchestrator; Adam Smyth, Livy Wicks, re-record engineers; Adam Smyth, Michele Deiana, mix engineers. Eleanor Cawser @ Isobel Griffiths, musician fixer. Audio House Grayson Music Tyson Kuteyi, Mark Domitric, voice/vocalist directors; Vlad Nikolic, sound engineer; Matt Fasullo, sound designer; Nicholas Shaw, sr. producer; Kelly McCluskey, exec producer; Donovan Woods, vocalist. Music Company, Licensing Selfsame Industries/The Silent Part Beth Urdang, music supervisor; Music: “All the Small Things”; Travis Barker, Thomas Delonge, Mark Hoppus, writers; used by permission of Sony Music Publishing (U.S.) LLC, Kobalt Music Publishing Limited, Chappell Music Canada Ltd. on behalf of Beat Poet Music
Indie ad agency TDA Boulder has unveiled “No Nonsense Banking,” its debut campaign for new client First Interstate Bank. The rolling launch runs through the end of the year, and spans across 10 states.
The batch of spots includes this one titled “Every Step,” epitomizing a call to end the nonsense. “Every Step” opens on a couple experiencing life’s biggest moments (marriage proposal, first child, a kid learning to drive, and packing up for college). Each meaningful moment, though, has one odd addition: their banker is actually really there, experiencing those moments with them. The unexpected inclusion calls out the cliché that banks love to be with you every step of the way, even in life’s most intimate moments. The spot lands on the twist: First Interstate isn’t promising to be there for every step; just the ones that matter, with a straight answer and a real person on the other end.
Michael Downing directed via The Sweetshop x Chirp Films.
Type above and press Enter to search. Press Esc to cancel.
click X to close window
×
Farewell Note from the Publisher
After 66 years of covering Commercial, Film & TV production & post, SHOOTonline ceased publishing as of Friday, August 28th, 2026.
Although publishing activities concluded, the company will continue to operate through a transition period to ensure a smooth conclusion to all business dealings, including processing refunds for prepaid SPW tokens and collecting outstanding advertising invoices.
A heartfelt Thank You to our readers, advertisers, sponsors, vendors, and of course the amazing staff throughout the decades who have made this wonderful SHOOT Magazine/SHOOTonline journey possible. And, a huge Thank You to all the executives, artisans, companies, agencies, associations, guilds, studios, networks, streaming services, manufacturers, and so many more who trusted us to share their news, milestones, insights, and points of view with the industry.
We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.
